The "Universal Principles of Design" is a book about how design is intertwined with the human condition. The authors Lidwell, Holden and Butler explain how different aspects of design affect our perceptions in different situations. Six of the 120 principles mentioned in the book are about color effects. Studying these color effects can help you achieve better marketing results. And you'll also find it’s pretty amazing how significantly color can affect our perceptions of reality. If you want a quick overview of our article (link to it below), you can check out our visual summary in this Slideshare. Read more at https://visme.co/blog/color-meanings/#lXGT4GKWggrqWyDc.99

2. There are perceptions associated with color that go much deeper than
color psychology and the common things we know about them. The
context and the product or service they are associated with also have a
lot to do with the effect they have on the beholder. Here are some
positive and negative effects of colors.

3. Black
Positive effects Negative effects
Wearing black business attire makes
people feel confident and also look
confident and successful
Black clothing can sometimes feel
brooding or depressed
Black products look expensive,
fancy and sophisticated
Black packaging looks sophisticated
Black packaging can feel heavy
Black sports uniforms seem more
violent and malevolent

4. Confident and
succesful
Brooding and
angsty

5. White
Positive effects Negative effects
White is generally a good and
calm color
Too much white in minimalistic
design can be overwhelming
White color in design gives a sense
of freshness and cleanliness
Can signify barrenness, ignorance,
coldness and sterility

6. Pure and clean Too much white space
Hello.

7. The White Lab Coat Effect
Med students who wear white lab coats
during exams do better. Patients prefer
to be attended by doctors wearing them.

8. Red
Positive effects Negative effects
Red is the color of passion and power We have an ingrained perception
that red means danger, alertness
and awarenessRed uniforms give a sense of power to
players without the violent
connotations associated with black
Red is good for detail-oriented tasks
The color red does not help in
situations where creative
solutions are needed.

9. Power and passion Danger and alertness

10. The Red Dress Effect
Red clothing makes women feel and
appear more attractive and sexual.

11. Yellow
Positive effects Negative effects
Yellow is the most visible color for
the human eye
A dull yellow can have a saddening
and depressing effect
Yellow is color-blind safe, so even
color-blind people will see yellow
A slight yellow tint in skin tone can
give a sense of health
Too much yellow can be visually
overwhelming
When skin is too yellow it can
seem jaundiced

12. Color-blind safe Depression and melancholy

13. The Yellow Fire Truck
Effect
Fire trucks were painted yellow so
that they would be more visible on
the roads. The idea was to prevent
accidents. Most fire trucks were
painted red again because the
general perception is that a fire
truck is red and everyone will
recognize it that way.

14. Blue
Positive effects Negative effects
Blue is associated with the sky and
water, and has a calming effect
Blue has a cultural meaning of
sadness and depression
Blue is approachable in uniforms
Blue is good for creative thinking
Also associated with coldness,
aloofness and the lack of emotion
Can be perceived as unfriendly

15. Approachable and calming Sadness and depression

16. Blue Light Effect
The blue light from phones
that keep people up at night
can also be used in offices
during the day for greater
alertness.

17. Green
Positive effects Negative effects
Green is the color of nature, plants, trees
and leaves
Green is so much associated with
nature that if the product or service
doesn’t have those values, using
green could be confusing to the
consumer
Green is a color often associated with
ecological products and services

18. Nature and ecology Confusing in unnatural products

19. SOURCES
http://blog.visme.co/color-meanings/
https://www.ncbi.nlm.nih.gov/pmc/arti
cles/PMC3776508/
https://www.psychologytoday.com/blo
g/attitude-check/201610/do-uniform-
colors-matter-in-sports
http://universalprinciplesofdesign.com/
https://www.sciencedaily.com/releases
/2009/02/090205142143.htm
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